#WeighThis: Integrated Campaign

Lean Cuisine changed everything about the brand when they pivoted from diet to healthy lifestyle, incorporating gluten-free, non-GMO, organic and other speciality ingredients. The #WeighThis campaign brings together real women and asks them to focus on what really matters: their accomplishments. 

Shortlisted at Cannes. 

 

Case Film

 

Act I – The Film
The film puts women face to face with the scale but asks them to think about their weight differently and weigh themselves by their achievements instead.

Ad Age named film Viral Video of the Week   //   Editors pick on Creativity.com

 

Act II – Experiential
We received so many fantastic responses to the film that we decided to put them on display. We worked with an artist to hand-paint them on scales and install them in Grand Central Station.

 

Act III – Tech Innovation:
The last step in the campaign separated Lean Cuisine from diet for good with filter that removed the word from TV and the internet.

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